Biometrics in market research.

Biometrics refers to identifying individuals based on their unique physical or behavioural characteristics, such as fingerprints, facial recognition, voice recognition, and iris recognition. By utilizing biometrics, companies can gain valuable insights into consumer behaviour, leading to more informed marketing decisions and improved strategic outcomes.

The market size of the biometrics industry is growing rapidly, with projections for continued growth in the coming years. According to a report by MarketsandMarkets, the global biometrics market size was valued at $17.76 billion in 2019 and is expected to reach $69.28 billion by 2024 at a compound annual growth rate (CAGR) of 31.3% during the forecast period.

In terms of functionality type, the biometrics market is segmented into fingerprint recognition, facial recognition, iris recognition, voice recognition, and others. Fingerprint recognition is the largest segment, accounting for a significant market share, followed by facial recognition.

Growth expectations for the biometrics market in the next 5 to 10 years are positive, with an increasing demand for biometric technologies in various industries, such as government, finance, healthcare, and consumer electronics. The growth is driven by factors such as increased security concerns, the adoption of biometric technologies for authentication and identification, and the increasing use of biometric technologies in mobile devices and wearable devices.

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In market research, biometrics can be used in several ways, including:

Measuring consumer engagement and emotions towards specific products or advertisements.
Assessing preferences and attitudes towards different products, brands, and advertisements.
Personalizing marketing messages and experiences based on consumer behaviour, preferences, and emotions.
Improving the accuracy of consumer data by combining biometric data with traditional market research methods.
Evaluating the effectiveness of marketing campaigns and advertisements.

Biometrics in market research can be considered both quantitative and qualitative. On the one hand, the biometric data collected is often numerical, such as heart rate, eye-tracking patterns, or skin conductance levels. This numerical data can be analyzed using statistical methods and provide a quantitative measure of a participant’s physiological response.

On the other hand, biometrics can provide qualitative insights into a participant’s emotions and attitudes. For example, researchers can use biometrics to measure changes in physiological responses as a participant views different advertisements, products, or brand messages. These changes in physiological responses can indicate how the participant feels about the content they are viewing.

Even though tastes and preferences are individual and subjective, biometrics can provide valuable insights into intentions and emotions that can help brands develop better products. By measuring physiological responses, such as facial expressions, eye movements, heart rate, and skin conductance, biometrics can provide a more objective understanding of consumer reactions to products, advertisements, or packaging.

For example, a brand might use biometrics to test the effectiveness of different product packaging designs or advertising campaigns. By measuring participants’ physiological responses as they view different designs or advertisements, the brand can gain insights into which designs elicit the strongest emotional responses and are, therefore, more likely to be successful with consumers.

Similarly, biometrics can test the sensory attributes of food and beverage products, such as flavour, texture, and aroma. By measuring participants’ physiological responses as they taste different products, brands can gain insights into which products are most appealing and preferred by consumers.

What types of technology are available for biometric research?

The types of technology used in biometrics market research include:

Facial recognition technology uses cameras and software to analyze facial expressions and emotions, such as smile intensity and eye movements.
Electroencephalography (EEG) technology uses electrodes placed on the scalp to measure brain activity, providing insights into consumer engagement and attention levels.
Galvanic Skin Response (GSR) technology measures changes in skin conductance, which is related to the activity of sweat glands and is used as a measure of emotional arousal.
Eye-tracking technology uses cameras and software to track eye movements and gaze patterns, providing insights into where participants are looking and focusing.
Heart rate variability (HRV) technology measures changes in heart rate and assesses emotional states such as excitement, stress, and anxiety.

What are the advantages of biometrics?

Using biometric technology has several advantages over other forms of market research, including:

Objectivity: Biometrics measures physiological responses, which are less susceptible to conscious or unconscious bias than self-reported data, such as surveys or focus groups.
Real-time feedback: Biometrics can provide real-time feedback about participant responses to products, advertisements, or other stimuli, allowing researchers to gain insights into consumer behaviour more quickly and accurately.
Non-intrusive: Unlike traditional research methods, such as surveys or interviews, biometrics does not rely on self-reported data, which can be affected by social desirability bias.
Ability to detect unconscious reactions: Biometrics can detect unconscious reactions that may be difficult to uncover through other research methods, such as implicit biases or emotions that are not consciously acknowledged.
Improved accuracy: By combining multiple physiological measures, such as heart rate, skin conductance, and facial expressions, biometrics can provide a more accurate picture of participant reactions to products or advertisements.
Complementary to other research methods: Biometrics can complement other research methods, such as surveys or focus groups, by providing objective data to support or challenge findings from these other methods.
Flexibility: Biometrics technology can be used in various research settings, including in-person, remote, or mobile studies, making it a flexible tool for market researchers.

What are the limitations of biometrics when conducting research studies?

While biometrics has many advantages, it is important to note that it is not a perfect research method and can have limitations, such as technical issues or participant discomfort. Brands should carefully consider the advantages and limitations of biometrics and use it in conjunction with other research methods to gain a comprehensive understanding of consumer behaviour.

While biometrics can provide valuable insights into consumer behaviour and preferences, it may only be suitable or relevant for some industries.

Industries that commonly use biometrics in market research include:

Consumer goods: Companies that manufacture and sell consumer goods, such as food and beverages, personal care products, and home appliances, use biometrics to better understand consumer preferences and emotions towards their products.
Technology: Companies in the technology industry, such as smartphone manufacturers and software companies, use biometrics to evaluate consumer engagement and satisfaction with their products.
Advertising and media: Advertisers and media companies use biometrics to measure consumer engagement toward advertisements and determine campaign effectiveness.
Healthcare: The healthcare industry uses biometrics to assess consumer engagement and emotions toward medical devices, drugs, and other healthcare products.

Industries that may not benefit from biometrics market research include:

Industries with low consumer engagement: Industries with low consumer engagement, such as B2B businesses and industrial goods, may not benefit from biometrics research as the insights gained would not be relevant to their target audience.
Industries with limited technology access: Industries with limited technology access, such as rural areas, may not benefit from biometrics market research as the necessary biometric sensors and technology may not be available.
Industries with privacy concerns: Industries that handle sensitive information, such as the financial and legal industries, may not benefit from biometrics market research due to privacy concerns and regulations surrounding the use of biometric data.
Industries with low consumer participation rates: Industries with low consumer participation rates, such as luxury goods, may not benefit from biometrics market research due to the limited pool of data available.

While biometrics can provide valuable insights, companies must also consider the five disadvantages or limitations below:

Privacy concerns: The use of biometric data raises concerns about the privacy of consumer information and the potential for misuse.
Technical challenges: Biometric sensors can be expensive and may require specialised technical expertise to use effectively.
Inaccurate data: Biometric data can be subject to errors and inaccuracies, leading to incorrect conclusions.
Limited applications: Biometrics may only be suitable for some types of market research and may not provide relevant insights in certain situations.
Resistance to adoption: Some research participants may resist using biometric technology, leading to low participation rates and a limited data pool.

How inaccurate is biometric technology when used in market research?

Biometric technology can be inaccurate.

One of the earliest forms of biometrics is a polygraph test. A polygraph, also known as a lie detector, measures physiological responses to questions to determine if a person is telling the truth. However, polygraphs are not considered 100% accurate, and the results are generally not admissible in court due to their inherent limitations and the potential for operator bias.

Even so, brands should still consider biometrics as a viable form of market research for several reasons. Firstly, biometrics technology has advanced significantly in recent years. Many modern biometric methods, such as facial recognition and eye tracking, are considered more reliable than older methods, such as polygraphs. Secondly, while polygraphs are often used in forensic or legal settings where accuracy is critical, the purpose of biometrics in market research is usually to gain insights into consumer behaviour and preferences, where the focus is less on accuracy and more on identifying patterns and trends.

Also, biometrics technology can provide a more natural and non-invasive method of collecting data than traditional survey methods and provide insights into unconscious or implicit responses that may not be captured through self-reported data. This can lead to more meaningful and actionable insights for companies and brands looking to improve their products and marketing strategies.

Some of the factors that can impact the accuracy of biometric data include the following:

Technical limitations: Some biometric technologies, such as facial recognition, can be impacted by lighting conditions, camera quality, and the position and orientation of the participant’s face.
Interference from external factors: Biometric sensors can be impacted by external factors, such as movement, sweating, and changes in skin conductance.
Participant bias: Participants may alter their behaviour or emotions in response to being monitored, leading to inaccurate data.

There have been instances where biometric technologies, particularly facial recognition, are less accurate for specific racial and ethnic groups. Studies have shown that facial recognition technologies are less accurate in identifying individuals with darker skin tones, leading to a higher rate of false positive identifications. Similarly, there have been instances where facial recognition technologies are less accurate in identifying individuals from certain racial and ethnic groups, such as Asian and African Americans.

Racial bias in biometrics is a genuine concern. Some biometrics technologies, such as facial recognition algorithms, have been shown to have higher error rates for people with darker skin tones or those from different racial or ethnic backgrounds. For example, a 2019 MIT and Stanford University study found that three commercially available facial recognition algorithms had higher false positive rates for people with darker skin tones than those with lighter skin tones.

By taking the following steps, researchers can reduce the risk of racial bias in their biometric market research studies and ensure that their findings are accurate and representative of the populations they are studying.

Use diverse data sets: When developing or testing biometric algorithms, researchers should use a diverse data set that includes people from different racial and ethnic backgrounds to ensure the algorithms accurately measure physiological responses across a wide range of populations.
Validate results: Researchers should validate their findings by comparing biometric data to other forms of data, such as self-reported data, to ensure any biases are identified and addressed.
Be transparent: Researchers should be transparent about their methods and results, including any limitations or limitations of the technology used.
Work with experts: Researchers should work with experts in biometrics to ensure their study design and results are valid and reliable.
Continuously monitor and update: Researchers should constantly monitor and update their biometric algorithms to ensure that they are free from racial biases and accurately capture physiological responses across diverse populations.

In addition, by following the following best practices, researchers can increase the accuracy of the data collected from biometrics studies and gain more reliable insights.

Use validated, and reliable biometric technologies: Researchers should choose biometric technologies that have been validated and are known for their reliability and accuracy.
Control for external factors: Researchers should ensure that the environment and conditions during the study are consistent and controlled for external factors that could impact the data collected.
Use multiple biometric technologies: Researchers can use various biometric technologies, such as facial recognition, EEG, and heart rate variability, to cross-validate the data collected and increase the accuracy of the insights.
Ensure participant comfort: Researchers should ensure that participants are comfortable and relaxed during the study, as stress or discomfort can impact the accuracy of the data collected.
Use statistical analysis to validate the data: Researchers can use statistical analysis techniques, such as regression analysis and hypothesis testing, to validate the data collected and ensure its accuracy.

How can researchers address privacy concerns when collecting biometric data?

Market researchers can help reduce privacy concerns and build trust with participants by taking these steps. It is also crucial for researchers to stay up-to-date with relevant privacy laws and regulations, such as the General Data Protection Regulation (GDPR) in Europe, to ensure that they follow best practices for privacy protection.

The following steps should be actioned when conducting any research study, including biometric market research.

Obtain informed consent: Participants should be fully informed about the study and what data will be collected and allowed to opt in or out of the study. Participants should also be informed about who will access their data and how it will be used.
Secure data storage: Companies should store participant data securely using encrypted databases and secure file transfers. They should also have appropriate security protocols to prevent unauthorised access to participant data.
Data protection and privacy policies: Companies should have clear data protection and privacy policies outlining their practices for collecting, storing, and using participant data. Participants should be informed about these policies and be able to access them if they have questions or concerns.
Data anonymisation: Researchers should consider anonymizing participant data whenever possible by removing personally identifiable information (PII) from the data set. This helps to protect participant privacy while still allowing the data to be analyzed for research purposes.
Data destruction: Brands should have a plan to destroy participant data when it is no longer needed. This helps to prevent participant data from falling into the wrong hands and being misused.

How to run a biometrics study

When conducting biometrics research, the appropriate sample size will depend on the specific research question, the technology used, and the desired level of precision. Generally, a sample size of at least 50 participants is recommended for biometrics market research, although larger sample sizes may be necessary for more complex studies.

The typical steps taken when conducting a biometrics market research study include:

Defining the research question and objectives
Selecting the appropriate biometric technologies
Recruiting and screening participants
Running the study and collecting data
Analyzing the data
Interpreting the results and drawing conclusions
Reporting the results

The timeline for each stage can vary depending on the complexity of the study, the technologies used, and the sample size. For example, a simple biometrics study with a small sample size and a single biometric technology may take several weeks. In contrast, a larger, more complex study with multiple biometric technologies may take several months.

The duration of the actual biometrics study can also vary widely depending on the specific research objectives and the study’s complexity. A simple biometrics study with a small sample size and a single biometric technology may take several hours to complete. In contrast, a larger, more complex study with multiple biometric technologies and a large sample size may take several days or weeks.

When recruiting participants for a biometrics study, there are several strategies that brands can use:

Online panels: Online panels are a popular option for recruiting participants for biometrics studies. Brands can use online panel providers to reach a large, diverse pool of participants and target specific demographics or psychographic groups.
Social media: Brands can use social media platforms, such as Facebook, Twitter, and Instagram, to reach a large and diverse audience and recruit participants for biometrics studies.
In-person recruitment: Brands can also recruit participants for biometrics studies in-person, such as at shopping malls, trade shows, or other public events.
Employee recruitment: For internal biometrics studies, brands can recruit employees as participants. This can be an efficient and cost-effective way to recruit participants, as well as a way to build support and engagement among employees.

Regardless of the recruitment strategy used, brands need to communicate the purpose of the study and the compensation offered to participants to ensure that participants are well-informed and motivated to participate.

Participants in biometrics research studies are typically compensated for their time in various ways, including cash, gift cards, merchandise, or reward points. The exact compensation offered to participants will depend on several factors, including the duration of the study, the level of effort required of participants, and the target audience.

For example, suppose the study involves a simple task that takes only a few minutes to complete. In that case, participants might be compensated with a small cash incentive or a discount on products. Participants might be offered a larger cash incentive or a gift card to a popular retailer for longer or more complex studies requiring a more significant time commitment.

In some cases, participants might be compensated with additional benefits, such as early access to new products or the opportunity to participate in exclusive events or promotions.

Before embarking on a biometrics market research study, a brand should consider the following:

Objectives: Clearly define the research objectives and the information the study intends to gather. This will help determine the type of biometrics technology to be used and the most appropriate research design.
Study design: Consider the study design, including the sample size, recruitment process, and data collection methods. The design should be appropriate for the research objectives and provide a representative sample of participants.
Expertise: Consider the expertise of the market research firm or team conducting the study and their experience with biometrics technology and research methods.
Technology: Evaluate the biometrics technology, including its accuracy and reliability, and ensure that it is appropriate for the study objectives.
Privacy and consent: Ensure that privacy concerns are addressed and that participants are fully informed about the study and the data collection process. Obtain informed consent from participants and comply with relevant privacy regulations.
Budget: Consider the cost of the study and ensure that the budget is appropriate for the research objectives and the technology used.
Data analysis and interpretation: Consider the data analysis and interpretation methods to be used and ensure they are appropriate for the research objectives.

An example of a biometrics research study using a new flavour of soft drink could be as follows:

Participants are recruited and asked to taste the new flavour of soft drink while wearing biometric sensors that measure their physiological responses, such as heart rate, skin conductance, and facial expressions.
The biometric data is analyzed to determine the participants’ emotional responses to the new flavour, including excitement, happiness, and pleasure levels.
Participants complete a traditional survey to rate their enjoyment of the new flavour and provide feedback on its taste, aroma, and appearance.
The data from the biometric sensors is compared to the results of the survey to determine if there is a correlation between the participants’ physiological responses and their self-reported enjoyment of the new flavour.
The study results are used to inform decisions about the marketing and distribution of the new flavour, including target demographics, pricing, and promotional strategies.
The insights gained from the biometric data can also be used to improve the formula and packaging of the new flavour, helping to ensure its success in the marketplace.

Why should a brand outsource its biometrics research study?

Outsourcing a biometrics market research study has several potential benefits, including:

Expertise: Outsourcing to a specialised market research firm can provide access to experienced biometrics professionals with the expertise and knowledge to conduct the study effectively.
Cost savings: Outsourcing can help reduce costs associated with the study, as the research firm can leverage its existing resources and technology to minimise expenses.
Time savings: Outsourcing the study can free up time and resources that can be devoted to other aspects of the business.
Access to cutting-edge technology: Outsourcing to a market research firm specializing in biometrics can provide access to the latest technology and tools for conducting the study, ensuring that the data collected is accurate and reliable.
Focus on core business: Outsourcing the study allows the company to focus on its core business activities rather than dedicating time and resources to conducting the study internally.

Choosing the right market research agency is essential, as not all market research firms have the same level of expertise or experience in conducting biometrics research. Kadence International has more than 30 years of global market research expertise and would welcome the opportunity to discuss your next biometrics research project.